digital marketing funnels

In addition to developing complete business website design and development projects the core of that which we here at Capid Houser deliver is our Full Service Digital Marketing Agency provision that in essence is made up of essentially taking a company’s top level core go to marketing business development strategy and; translating components of it into the digital marketing domain. The result of this translation of business plans is actually seen on the internet in the form of two main components [as we define marketing a business on the internet] which is that of Social Media and that of Search Engine Marketing.

In terms of Search Engine Marketing and the way that this links into a company’s strategy; for the purpose of this discussion this can be described by the fact that the vast majority of product and service research activities commence with consumers pulling up their favourite search engine and simply typing in whatever terms come up in their head in relation to that which they may be looking to purchase, hire or just simply to get more information on.

We mention the above due to the fact that the core of our search engine marketing agency execution practices is that of keyword research which links directly into the activities of the consumers as described above. Our performance of top level keyword research provides us with the foundation of that which we will make use of in order to develop content that we will publish on the internet.

This particular content that will be published will be based on the keyword database that we will compile, in summary – there will be links within the content – note that the content comes in various forms such as press releases, articles, blog posts, micro blogging, videos, emails, PDFs etc etc.

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With that said – note that in terms of ranking a company’s website [the process to ensure that a website {or it is best to say specific pages on a company website} comes up in the search engines after a consumer types in a keyword phrase into the search engines] – it is the [company or product / service specific] content that is published around the internet on other platforms and websites all emanating from varying IP addresses etc etc, with the links within the content pointing back to the company website that will all culminate in working towards the ranking of the website.

Social media marketing research can be used for business development in terms of digital marketing strategy development as the company in question can be seen …

… to be leading discussions, their goods and services along with the excellent customer service that is provided will [we hope] be shared around the various social media networks. All serving to broaden the scope of the organisation and to increase that which we call Brand Equity.

At the outset – our Full Service Digital Marketing Agency research will provide us with a foundation bed that we will be able to use in order to shape the organisation’s social media activity. Then we will be able to develop activities [just as we do with search engine marketing] that will culminate in customers arriving at our main business website or other location on the internet that will present the consumer with more details or further information in relation to the product or service that they showed interest in via social media or due to the specific keyword that was typed into a favourite portal.

The above has been constructed to set the scenario as to how the consumer arrives at the top of the digital marketing funnel. As there is so much talk about Business Funnel Models in general and specifically how this relates to marketing a business on the internet. The Digital Marketing Sales Funnel that we develop will of course be specific to our client’s business model as well as their target market client’s profile. As an example certain businesses require longer sales cycles so that it may take say six months from the initial touch point with the prospect before they end up becoming a paying client.

In other cases the sales cycle [or length of the buying process] may be days or even hours and therefore the social media search engine marketing funnel will be designed accordingly. The point being made is to put the appropriate facilities in place to ensure the prospect is never let go of in terms of constant communication until a decision is made either way in terms of them [the client] making a purchase decision or staying on potential purchase list as the top level strategy dictates.

So – in order to use the analogy of making sure that the client comes back into the physical [shoe, computer, clothes, jewellery or maybe food] store time and time again – when using business internet marketing part of the implementation of a high quality business digital marketing funnel will serve to put the marketing message in front of the client at set times in order to nudge them closer to making a decision.

Certain decision making criteria are put in place within the design process and for each decision made by the prospect – they can readily be defined as moving to specific levels within the digital marketing funnel. As a general rule of thumb – the top of the funnel is wide and therefore we have a larger pool of prospects at this level. As customers move further down the business funnel – there is of course less space and this correlates to less customers being found at lower levels within the funnel.

Again – in general terms we will see a rise in fees being paid by clients with fewer and fewer numbers of clients being found at the bottom of the business funnel and corresponding higher prices being paid. In some cases this may run into many 1000s of £s/$s and a set amount of clients may be targeted to purchase certain solutions at set prices within set periods of times [say 10 high ticket sales every month].

In coming to the end of this discussion – it is worth mentioning some of the [more technical] tools that we make use of in order to effectively implement a business digital internet marketing funnel. We feel a quality email [autoresponder] marketing platform is necessary  – as example – we often provide prospects with the option to download certain expert information packs in exchange for their email address. The type and form of the content of the information will be carefully designed to act as a decision point serving to act to say “if the prospect opts to download the said information they are candidates to move to the next level within the business process funnel”.

Another tools that we make use of is that of artificial intelligence based chatbot marketing in order to interact with the clients so that we can learn as much as possible about the prospect before we either speak to them in the phone [often necessary for high ticket sales] or they opt to become a paying customer.

So – it can be said that the implementation of a digital business internet marketing funnel serves to mimic the activities of that which takes place in the non computer business interaction world. So – without an effective digital marketing process in place – companies will not be getting as much out of their online presence as they otherwise would with one in place.

If you wish to learn more on how to get an effective search engine social media marketing funnel implemented for your business operations – learn about our Complete Search Engine, Social Media & Facebook Marketing Strategy Development & Execution Programme For Companies – go through our funnel, book an appointment and we will look forward to speaking with you.

Many company’s, business owners and marketing departments that have a presence on Facebook do not have the pixel installed on their website [we know this to be true because we use this as part of our analysis to find Facebook Marketing Clients]. Many companies may just not be aware of the pixel and of how to actually set it up. If some are aware they may not thing it is worth the hassle to learn all that needs to be learnt in order to get it installed and working in order to use Facebook Marketing Agency Strategies within their business operations.

However, smart business owners and expert marketers and advertisers know that if you want to truly succeed with Facebook Ads, then you need the Facebook pixel to be installed whether they set it up themselves or whether they choose to work with a third party company.

Facebook’s pixel installation on a company website is a key component when it comes to answering the question “How to use Facebook for business marketing”; note that the pixel installation is free and if the business is not technically inclined, a social media and search engine marketing agency such as Capid Houser can always install the code for any business they work with. The installation will be included within the Digital Marketing Makeover program.

To continue the discussion here is just but one reason why companies will get best out of their go to marketing social media marketing and advertising plans to give justification as to why organisations all over the world are engaging in strategic social media and facebook marketing for lead generation, brand build and revenue generation that stems from sales of products and services.

Create Of Facebook Custom Audiences.

With the Facebook platform there is an audience targeting tool which when used in sync with a top level business strategy will prove to be extremely useful as it enables companies to really focus in on the type of customer that they target with ads, the targeting will all be based on various factors such as customer’s location, their age, gender, interests, hobbies, and so much more.

Now with the use of the pixel, and bear in mind that this is not used in isolation but it is used in direction relation to the company’s top level business development strategy and therefore allow companies to take customer targeting to the next level. Companies are now able to target [as we do as a part of the Digital Marketing Makeover program] who have previously visited the company website, so marketers know that they are writing marketing messages for those who have already experienced the company in some way as they have already visited specific pages on the company website.

Influencer Marketing compared to Viral Marketing

Which aspect of digital marketing Is Best For Companies

Most business are actively looking for tools and techniques that they can make use of in order to increase the conversations target market customers are having in relation to the company, its associated brand along with the products and services that are being sold into the marketplace. Due to the current state of the penetration that traditional media allows, digital marketing agencies such as Capid Houser are making use of innovation such as as voice marketing, chatbot marketing, google reviews platform for businesses, as well as Online Appointment systems in order to grab the attention of prospective customer for lead generation and customer acquisition.

Now, many have heard of some of these marketing terms …

  • Word of mouth
  • Buzz marketing
  • Viral marketing

… well no matter what terminology that is attached to the above these are very effective methods of marketing the products and services of any company along with expanding the reach of its brand.

Viral as compared to Influencer Marketing : What Does This Mean ?

Viral digital marketing is a method that companies can use in which to capture customer’s as well as the media’s attention so that they are actually talking about & discussing the brand. Now, when it comes to Influencer Marketing this will be incorporated into our digital marketing agency services program and it can readily be broken down into two components : Customers direct experience in relation to the company brand, products and services and the things that they have to say about those experiences. This serves to generate buzz & news and end up becoming a source of content that gets consumed and shared and acts as a key component of any social media marketing strategy execution program. Many who are not early adopters may well say that this is not the conventional way in which to market a company.

Influencer marketing can be said to be about obtaining the media as well as the clients attention in order to get them to talk about the company brand in a manner that is both newsworthy as well as captivating so that
others want to share the content via their social media channels. The objective here is to initiate conversations – in order to make sure that individuals are continually talking about the brand that is associated with specific products and services that will be in turn picked up by the media, key market sector influencers so that this information will be shared. This method of digital marketing strategy execution means that the company will not be talking “at” customers but that they will be seen to be actually speaking “to” them.

Does Influencer Marketing Work For Companies ?

The digital marketing and advertising market has expanded and we can see that all kinds of companies are making an attempt gain market presence. It is for this reason in developing key go to market strategies innovation are at the core in getting a brand’s attention out to the marketplace at large – i.e. with customers and the media alike. So, it is for this for this reason that marketing professionals such as ourselves continue to look and search for ever more more creative means of getting their brand more attention and recognition in order to drive sales of products and services and in turn revenues.

It is important for companies to use these marketing methods with care and integrity so that customers do not end up mistrusting the company if they see that positive news have in someway been manufactured.

This is one reason why this form of digital marketing with the referrals coming from family, colleagues and friends in relation to the company’s products and services work so well. This is one reason why we see companies using google business reviews and other methods in order to boost referrals and recommendations that come from customers.

Influencer digital marketing will continue to assist in expanding interest from consumers by sharing quality experiences and information through social media marketing channels and networks which will in turn reach target market customers. This information will in turn be used for lead generation which in turn will help turn prospects into actual customers.

chat bot marketing

Digital Marketing Strategy Development continues to grow and progress along with the other technological advancements we see around us in society. When it comes to Business Development and Branding Company websites play a central role in our we interface with customers as in the vast majority of cases, customers will form a view of us based on the interaction they have with our website along with the content that they read and consume both on our business website and on other blogs, press releases and of course via social media. We have seen an evolution of ways in which to capture website visitor’s attention and one of the latest innovations is in the form of Chat Bot Agents that are based on artificial intelligence technologies that actually learn user behaviour and makes adjustments accordingly.

Capid Houser’s ChatBot Marketing Agency service offering has been developed in order to stay current and relevant in relation to market movements, not that we change our strategies based on every market movement but we can see that with Facebook and other major corporations putting major strategy efforts into Conversational Marketing With Robots that this form of marketing is set to grow over the coming years; and it our goal to bring the best world wide ground breaking technologies to our customers.

ChatBots are indeed the future of marketing and some of what Capid Houser’s service offering provides is as follows …

  • Completely Custom Designed
  • Provides Industry Specific Options
  • Builds A Database Of Website Visitors
  • Provides Marketing Analysis Of User Interaction
  • Fits Into Business Strategy Plans

… and with the Chat Agent on hand 24 hours a day, 7 days a week interfacing with every website visitor the business is able to fully benefit from all of the Search Engine & Social Media Marketing efforts by maximising customer engagement and carefully guiding clients through the marketing funnel, again we stress that all of the decision matrix paths are designed and based around the core business strategies that have been deployed by the corporation in question.

Indeed, it is the consultative approach that we take when we design, develop and execute chatbot marketing agents for clients that will enable the company to add an extra dimension to its Digital Marketing Strategy Execution efforts. With the rapid rise in messenger apps like Whatsapp and Facebook messenger, ChatBot marketing is well set to be a major component of business growth as we continue in 2019 and beyond as more and more of marketing is based around the company website; as an example in the case of a restaurant food service establishment this could be accomplished in the form of reviewing results of customer choices that are made via the ChatBot in terms of food choices; this could culminate in refining and defining food and drink menus.

In terms of Real Estate & Lettings Agencies we find that ChatBots Bots are well and truly poised to provide massive assistance in terms of customer support and segmenting those searching for properties into market classifications e.g. Looking for apartments, Landords wanting to purchase, Buy To Let business people etc, etc. All of this can be accomplished and also make use of Real Estate Chatbots for Lead Capture which will allow the property company to focus in on acting on the actual intentions of the customers which would have all been captured seemlessly by the Real Estate Agents Marketing ChatBot that would have been programmed to act in accordance to that which is needed by the specific property sales, renting, lettings or investing company.

No matter what stage of Digital Marketing Strategy & execution a company finds themselves in, the fact remains that Artificial Intelligence & ChatBbots set to continue to shape what will be the future of website customer interaction which will in turn feed into business strategy and that of digital [search engine & social media] marketing development. What some terms as conversational or ChatBot Marketing for Customer Service is definitely here to stay and as soon as companies get their 24 x 7 ChatBot Agent working for them the better as it will serve to provide a competitive advantage in the market place, but more importantly serve to develop more targeted products and services through the use of the analytics data provided along with higher levels of customer service which, in the end is that which a company exists !

We here at Capid Houser of course make use of digital marketing as a key component of the go to market strategies that will be developed when working with a client, in executing the digital marketing [search engine and social media] aspect of the company’s marketing – effective facebook digital marketing strategy development will be a part of the marketing funnel that will be developed to guide customers from strangers to paying customers.

Now, when people look to Hire a Digital Marketing Company such as ours in order to develop and execute strategic facebook marketing campaigns; we always explain that the thing or object that we call a pixel is actually a description of that which is probably Facebook’s Advertising platform’s most powerful feature for those wishing to use it for marketing purposes. The pixel carries out many different and varied functions such as tracking what website visitors actually do and; it has been designed to work with all computing devices i.e. desktops, laptops, smart phones and tablets as well as functioning via all IP addresses.

Once a website visitor has been connected with the pixel – just by visiting the website using their favourite browser, now as we will implement; as the business executes a marketing campaign based on the previous website visitors then they will be able to rest assured that their marketing messages will be shown to those website visitors one of the great thing is that it does not matter whichever computing device they happen to be using, also from a geographical perspective the advertisements can be show to them too. Here we have looked to classify various topics in relation to Facebook Ads in order to make them as effective as any marketer would like them to be.

One : The business targets a warm or hot audience

Unlike cold audiences, it is easier for warm or hot audiences to convert because they already know they brand or business. It is a fact that very few of those who visit any company’s website for the first time will actually go on to purchase goods and services on that specific first occurrence. It is for this reason that we now make use of that which we call retargeting – these are used within specific advertising campaigns and the for sure assist in providing the business with more chances of those website visitors turning into paying customers.

Two : Expand the scope of the business brand

On the second point of contact with your business in my work as a digital marketing strategy consultant we know that prospects or leads may start opening themselves to your business. They may not be ready to buy from you yet, but slowly they are becoming more aware of your brand. At this stage, they are in the middle of your sales funnel (consideration stage). By carefully presenting marketing messages to customers over and over again, marketers are then able to move customers down through the marketing funnel – by definition this will mean that customers are then more susceptible to making purchase decisions.

And so in conclusion, if any company in question chooses to develop and execute their own Digital [Search & Social Media] Marketing Strategies; we are confident that by making use of the tips providing above, any digital marketing campaign will be more effective and will results in the business in question getting the maximum out of its chosen go to market campaigns.

With its wide reach and the variety of users, businesses, customers and differing marketing sectors that it hosts, marketers have turned to twitter because if used in a strategic manner it can prove to be extremely viral and the only cost to any marketing campaign will be in the form of content creation [images, videos, tweets] and analysis. With that said, getting results from any marketing campaign execution may not be as easy as it seems on the surface. Using twitter from a strategic marketing perspective will help companies maximize their use of twitter for business, branding, product and services promotion purposes.

Here are a few tips to assist in marketing & promoting one’s business strategically on twitter …

Track keywords : Some keywords on twitter grab more attention than others. Therefore, it is very important that you identify these popular keywords and use them in your tweets. Twitter keywords will grab the attention of potential and existing customers. Use those searches to your advantage.

Save and reuse popular tweets : Saving and reusing popular tweets is a good way to market on twitter. This can be achieved by saving those tweets that sent traffic to your website and drove your bandwidth outside the realm of probabilities. At times, some people who are interested may not have seen the tweet the first time.

Add followers : This is a good way of using twitter strategically for marketing as it will help you find new people to expose your product or service to. Before adding followers, it is important that you decide on a niche [or market sector] and then look for key targeted market sectors to communicate with. Follow the key influencers in your market sector and then start following some of their followers.

It is also a good practice to follow back anyone who follows you but with some obvious exceptions. Doing this will slowly but surely increase your followers. Tools like WeFollow and Twellow can help you find like-minded people to follow on twitter.

Keep it social : Always remember that twitter is not a classified posting site and you cannot use it to post ads per se but one can of course use the advertising platform and provide quality content to lead prospects through a specific marketing funnel. Your account can be terminated if is found out that you are using it for spamming purposes. Therefore, focus on providing information, latest news, and useful updates.

Strategic Tweeting : One question that we often pose to clients in seminars and workshops is “what is the best time of the day to tweet” ? to which we receive various fixed times; the answer is “it depends”. To determine the answer to this question will necessitate …

  • posting content using varying hashtags
  • post related subject matter
  • monitor engagement

… based on the complex interaction of all three above – we will come up with just when is the best time[s] of the day to tweet. This of course will continue to change as the market [needs of the customer] changes along with that which is in the news.

Build relationships to establish trust : Remember that people are far more likely to buy from someone they know and trust. Make friends first and then offer your products or services after establishing a relationship with your followers.

The strategic tweeting, following, connecting with influencers, keeping things social and other [what we consider to be] twitter marketing fundamentals are all part of Capid Houser’s Digital Marketing Makeover service offering. This works in conjunction with other aspects of social media marketing, video marketing, image marketing as well as search engine marketing all designed to promote and marketing companies along with its brand, products and services.

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Social Media Marketing Education

One of the most common questions we are asked is that of …

“what is it that you do on a monthly basis for your clients in terms of Social Media & Search Engine Marketing activities ??”

… we have set out to provide a comprehensive guideline within our Social Media and Search Engine Marketing Primer which is available as a free download for anyone who is interested.

Let’s first consider ‘Search Engine Marketing which normally forms a key service offering of any Digital Marketing Agency. This is driver by the internet as indicated by the keywords that potential [or existing] clients or those interested in related products and services type into the search engines. This of course is changing on a less than second by second basis. The objective here is to put our clients in a position so that when one is looking for whatever they have to offer, they come across content that directly or indirectly leads back to the company, its main website or other primary internet presence. This is a key point as the company website many well not be the first place that one encounters your company, its brand or products and services. Therefore a key part of the daily activities is creating and publishing content related to the keywords we spoke of above and positioning this content accordingly so that consumers will follow through to take whatever action we devise [exchanging an email address of other contact information is a tried and tested way to bring clients into the marketing funnel].

Next we can turn our attention to Social Media Marketing which is driven by comments, likes, interests, groups and conversations – the content of which gives us an indication of what it is that the user has an interest in and allows us to join any existing conversation, start new topics and groups all with the objective of building communities around products and services, build the equity of the brand, drive internet traffic, build a database and ultimately drive sales and revenues. People spend a great deal of time within the social media networks giving their thoughts and feelings which related to their experiences with companies along with the products and services that they may purchase. All of the social media ‘chatter has evolved into a sub digital marketing channel that has been proven to pay back in dividends and enables companies to reach out to clients in ways that they were not able to do just a few short years ago.

Whether or not you are planning to make use of Social Media and Search Engine Marketing services that Capid Houser has to offer, you may wish to become familiar with the processes and fundamentals behind the work that we carry out on behalf of clients. So feel free to access our Digital Marketing Methodology Primer and use the information contained therein to benefit your own digital marketing efforts.

Should you have any questions – do hit the contact link above and reach out to us.

In your Digital Marketing service.

Stephen C Campbell [& the Capid Houser Digital Marketing team]